Pipeline stages in the CRM · 14 Sales metrics and rhythm

Stages and exit tests are in the sales method, which wins on any difference. The CRM must also hold: at Target the source, reason, sector and team shape; at Engaged a next step and date; at Discovery done the SPICED record in the buyer's words, the motion and the six tests; at Demo done the agreed first success and who attended; at Proposal the recommendation, price from the commercial answers and (considered) a mutual action plan; at Committed the paper process steps with owners and dates; at Won the seats, band and contract shape; at Onboarded the date, Holly level per seat and approvals set; at Active the seats posting; at Expanding the review date and seats added; at closure a reason code (for Lost the alternative chosen, for No decision where it stalled, for Disqualified which test failed).

Self-serve buyers enter at Won. They count in total wins and time to first deal, sit on the self-serve line, and are excluded from qualified win rate.
Not activated by day 14: the account stays at Onboarded, flagged "not activated by day 14".
No dated next step means stalled: fix it or close as No decision. A deal a week past its agreed date is raised at the weekly review.

Reason codes: W1 problem and fit; W2 critical event; W3 referral or peer; L1 competitor; L2 price; L3 missing capability; L4 data or legal answer; N1 indecision; N2 another priority; N3 stalled committee or unmet veto; DQ disqualified (record which test failed). Never "D" or "D1": those clash with decision numbers.